Short List
Product / ServiceSHAMPOO
CategoryB02. Consumer Products
EntrantLOWE Bangkok, THAILAND
Entrant Company:LOWE Bangkok, THAILAND
Advertising Agency:LOWE Bangkok, THAILAND


Name Company Position
Komsan Wattanavanitchakorn LOWE/OPEN Creative Director
Phairat Uaphadunglert LOWE/OPEN Creative Director
Chalit Manuyakorn/Noppakate Tawun-unnop LOWE/OPEN Copywriter
Wutikai Chaika/Prapat Chanboonyawat LOWE/OPEN Art Director
Pornchai Sanchaichana/Tin Viriyarat LOWE/OPEN Producer
Massimiliano La Franca LOWE/OPEN Planner
Chaowapark Srikasem/Suchaya Pienchob/ Pitiporn Kitirattarkarn/ Jarunan Sriratanatri LOWE/OPEN Account Manager
AD Advertising Production Co., Ltd Production Company
Udom Piboonlapudom/Wesarat Thisasarichoti/ Peerapong Tiemchumpol credit company as AD Advertising Production Co., Ltd Production

Results and Effectiveness

Traffic to the website increased by 400%. 0 paid media investment, yet reached 10 million people through PR. Became one of the hottest hairstyles in town.

Creative Execution

We let the scalp tell the story. The าQR-code hairstyleำ was created with the collaboration of a hair stylist and IT engineer. It was the ultimate medium to showcase the product benefit. Then guerilla troops were sent around the city center to provoke people to scan the QR code. This led them to the Clear website. We persuaded a TV celebrity to adopt a QR code hairstyle, which led to a PR explosion in magazines, newspapers and fashion blogs to name a few. TRY IT! SCAN THE SCALP

Insights, Strategy and the Idea

LET THE SCALP TELL THE STORY BACKGROUND: Shampoo communications bombard people with messages about beautiful hair. When CLEAR shampoo was launched it was the first shampoo that focused on the importance of a healthy scalp, the real foundation for beautiful hair. CHALLENGE: Shift consumers focus from beautiful hair to a healthy scalp also.